1. Chapter One: Scope and Concepts of Marketing
Harley Davidson Marketing

2. Chapter One: Scope and Concepts of Marketing
Address the central role of marketing in the 21st Century
Define marketing and identify its key concepts.
Address the different marketing philosophies and explain them in view of the historical development of marketing.
Discuss the scope and elements of the marketing concept

3. The Importance of Marketing in the Twenty-First Century Economy
Some facts:
US consumers spend $5 trillion annually on goods and services.
Companies annually spend $200 billion on advertising only.
More than 30 million Americans work in marketing.
Benefits of marketing:
Employment and income  consumption
Infrastructure to provide convenience for customers
Economic development

4. Defining Marketing
The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives (AMA)
Objective of marketing:
Satisfy needs, wants, and demand of consumers and businesses
Provide value, quality, and satisfaction

5. Marketing Definition: Satisfying Needs Through Exchange*
Exchange Prerequisites* Influenced By Result In
2 or more parties with: ◊ Market ◊ Satisfied
◊ Environment Needs
◊ Unsatisfied Needs ◊ Marketing Mix
◊ Desire and Ability Product
◊ Communicability Price
◊ “Products” Place
- Promotion

6. Marketing Philosophies
Historical Context
Product/Production Concept Production Era(1870–1930)
Selling Concept Sales Era (1930–1950)
The Marketing Concept Marketing Concept (1950–)
The Societal Marketing Concept

7. Extending the Scope of Marketing*
Advergame by Virgin:name the 74 music bands represented in the crowded image
Not-for-Profits
Non-traditional
(Person, Place, Cause,
Event, Interactive, Guerilla,
Internal, etc.)
Marketing Oneself
The Interview
Design team transformed NYC locations with Ikea.
A sticker attached right below the peephole with the image of a pizza boy plus, of course, the number to call
Marketing: I am Product
BenettonTalk blog

8. The Golden Rule is wrong!
In sum:
The Golden Rule is wrong!
“Do unto others as you would have them do unto you.”
should be:
“Do unto others as they would have you do unto them.”